Peer-Reviewed Journal Details
Mandatory Fields
Wallace, E., Buil, I., de Chernatony, L. and Hogan, M.
2014
Unknown
Journal Of Advertising Research
Who “Likes” You…and Why? A typology of Facebook Fans
Published
()
Optional Fields
Brand, Facebook Fans, Typology, Cluster Analysis
54
1
92
109
Although many managers recognize that Facebook Fans represent a marketing opportunity, there has been little research into the nature of different Fan types. This study explores a typology of Fans, drawn from a sample of 438 individuals who “Like” brands on Facebook. Fans’ brand loyalty, brand love, use of self-expressive brands, and word of mouth (WOM) for Liked brands were used to suggest four Fan types: the “Fan”-atic, the Utilitarian, the Self-Expressive, and the Authentic. The results of this exploratory study highlight the value of cluster analysis as a strategy for identifying different Fan types and provide insights to prompt further research into Facebook Fan types. Although many managers recognize that Facebook fans represent a marketing opportunity, little is known about fan types. This study explores a typology of fans, drawn from a sample of 438 individuals who “Like” brands on Facebook. Fans’ brand loyalty, brand love, use of self-expressive brands, and word of mouth (WOM) for “Liked” brands were used to suggest four fan types: the fan-atic, the utilitarian, the self-expressive and the authentic.  The results of this exploratory study highlight the value of cluster analysis as a strategy for identifying different fan types and provide insights to prompt further research into Facebook fan types.
Grant Details
Research Development Initiative, Strand 2 (Ref: RCS 258) from the Irish Research Council for the Humanities and Social Sciences, the I+D+I project (Ref: ECO2009-08283) from the Government of Spain, and the project GENERES (Ref: S-09) from the Government of Aragon and the European Social Fund
Publication Themes